Look-alike modeling, in simple terms, means matching data from your best existing customers with third-party data from anonymous customers to discover where their respective digital leads share similarities. Then, once these anonymous prospects see your web pages, search for you, or see your digital ads, you can tailor any form of communication to meet their needs in real time and achieve better conversion. This example shows very nicely that modern marketing is completely about the customer context - the data is just the tool for it.
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